The short descriptions that follow provide information about different companies. In each case, there is at least

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The short descriptions that follow provide information about different companies. In each case, there is at least one major problem with the way the company is currently approaching the new‑product development process. Read and evaluate each statement carefully, and then explain: your diagnosis of the problem, and your recommendation for what the company should do as a substitute for what is described in the case situation. Assurance Drug Company has developed a promising new nonprescription tablet to relieve the symptoms of allergy sufferers. The idea has successfully passed the screening and idea evaluation stages of the company's new‑product development process. The company has also completed concept tests and produced some tablets. Now, the head of the new‑product development group has sent the following memo to the marketing department. "Our laboratory tests have satisfied the Food and Drug Administration criteria and we are ready to move ahead with a final test market prior to commercialization. I want you to start thinking about this now. If the product does well in the test market, we will need to develop the rest of the marketing mix. We will want to come up with an attention‑getting package design-one that will really stand out on a drugstore shelf. We will also need to decide on the brand name we would use in a national distribution. For now, we will just price the product in the test market at the same price as our cold tablets. So final pricing decisions will also need to be made. And, of course, we will need to decide what type of promotion to use and what message we want to get across to potential customers. I wanted to alert you to these exciting developments so that you could be getting your ideas together. We want to be ready to move quickly into commercialization if the test market is successful.”

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